ORCID

0009-0002-1368-2269

Keywords

immersive storytelling; immersive storytelling environment; environment quality; scale development; cognitive–affective–conative framework; cognitive engagement; affective engagement; behavioral intentions

Abstract

The purpose of this dissertation is to investigate immersive storytelling environment quality in hospitality, tourism, and event contexts. As immersive storytelling has become increasingly adopted to create engaging and interactive experiences, it has gained importance as a strategy for enhancing visitor engagement and experience design. Despite its practical relevance, immersive storytelling remains conceptually fragmented across disciplines, and prior research has primarily focused on user-centered outcomes such as immersion, presence, and experience quality, while overlooking the environment itself as a measurable construct. Given the multidimensional nature of immersive storytelling environments, examining their structural quality warrants systematic scholarly attention. This dissertation adopted a mixed-method approach consisting of multiple stages. First, a systematic literature review was conducted to clarify the conceptual foundation and classification of immersive storytelling. Second, qualitative expert interviews were conducted to identify key environmental components and generated measurement items based on the conceptual structure. Third, exploratory factor analysis and confirmatory factor analysis were performed to develop and validate a multidimensional measurement scale using survey data. Finally, structural equation modeling was employed to examine the relationships between immersive storytelling environment quality, cognitive engagement, affective engagement, and behavioral intentions. The findings identified immersive storytelling environment quality as a multidimensional construct consisting of five dimensions. The results further demonstrated that environment quality influences behavioral intentions through a sequential process in which cognitive engagement leads to affective engagement, consistent with the cognitive–affective–conative framework. In addition, the findings revealed that specific environmental dimensions contribute differently to cognitive engagement, highlighting the importance of how environmental elements are structured and integrated rather than simply implemented. This dissertation provides theoretical contributions by clarifying the conceptual foundation of immersive storytelling and by introducing a validated measurement scale for immersive storytelling environment quality. It also offers practical implications for the design and evaluation of immersive storytelling environments across experiential contexts.

Completion Date

2026

Semester

Spring

Committee Chair

Hahm, Jeeyeon Jeannie

Degree

Doctor of Philosophy (Ph.D.)

College

Rosen College of Hospitality Management

Department

Department of Tourism, Events, Entertainment, and Attractions

Format

PDF

Document Type

Dissertation

Identifier

DP0053239

Release Date

5-15-2027

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Available for download on Saturday, May 15, 2027

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